Sr. Manager, Shopper Insights - Commercial

At Hasbro, our mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play. We’re looking for adventurous and curious people who want to explore, experiment, and innovate to come up with the best ideas. Our culture has inspired our diverse team of highly skilled, highly creative, and highly committed individuals for 100 years and we believe the best is yet to come.
 

We are looking for a Sr. Manager, Shopper & Market Insights to join our growing Analytics, Insights & Measurement (AIM) team! The Shopper Insights Senior Manager owns bringing the shopper to the center of Hasbro commercial planning and selling. This role will build joint value for Hasbro and our retailers by deeply understanding shopper attitudes & behaviors, synthesizing data and information into actionable insights, and powerfully communicating those insights and recommendations to partners internally and externally at top customers. Possessing strong skills across primary research, secondary data analysis, and project management, you will collaborate with Commercial Sales & Marketing Leaders, retail customer teams, Category Management, and Global Brand AIM teammates to accomplish this vision.

 

The person in this role is driven by a passion for kids’ brands, entertainment, and play paired with incessant curiosity about what motivates shopping ehavior! You will fearlessly share shopper truths, research data, and insights with our partner teams to help them optimize decisions for go-to-market strategy and execution.

 

This position can be located in our Providence RI office or remotely with the ability to work East Coast hours.

 

A day in the life of a Sr. Manager, Shopper & Market Insights & Analytics:

• Be the voice of the shopper across the North America region using insights and analytics to influence where to play choices including go-to-market strategy, channel strategy, and portfolio strategy.
• Partner with SVP of Sales, Top Customer Teams and the Senior Director AIM Commercial A&I to identify and prioritize shopper-related business needs. Recommend and align shopper insights annual agenda and learning plan, along with capability roadmap to deliver insights.
• Lead strategic, national shopper understanding projects from inception to deploying learning and driving action (i.e. foundational shopper insights, purchase behavior shifts, seasonal retail insights, omni channel path to purchase, front of store experience).
• Partner with Hasbro Category Management Insights team to lead strategic, retailer-specific shopper insights (i.e. perceptions of the retailer/category, desired shopping experience).
• Deliver shopper insights that conceptualize selling stories to drive sell-in of initiatives.
• Build organization capability on Shopper Insights through championing available resources, evolving our suite of data and tools, leading insight sharing sessions with our Global Play teams, and creating a suite of self-serve tools for our Hasbro Customer teams.
• Contribute to industry-level understanding looking at shopper behavior in the aggregate through analysis of market and point of sale data including industry, category, brand, pricing, and promotional trends. Partner with CMI organization to develop requirements for tools that enable easily accessible deep knowledge of retailer’s shoppers within the industry, inside and outside of the individual retailer.

 

What you'll bring:

• 10+ years in shopper insights, consumer insights or market research, preferably with experience in commercial/retailer insights.
• Demonstrated experience in a Shopper Insights role in any CPG category.
• Deep expertise in quantitative and qualitative shopper insights methods, including research design, execution, and interpretation (i.e. observational research, shop-a-longs, surveys (traditional, trigger, mobile), path-to-purchase).
• Expert user of consumer/shopper panel data (i.e. Numerator, Circana, Luminate, shopper loyalty card) to understand shopper behavior shifts and trends motivating changes in industry and category sales.
• Proficient user of syndicated data and reports and retailer POS data for understanding industry and shopper trends (i.e. Nielsen, Circana, Kantar).
• Best-in-class ability to translate analytics into insights and tell compelling stories with data and insights with a level of polish that can translate to GM-level presentations.
• Strong problem diagnosis and definition skills.
• Excellent prioritization and project oversight capabilities.
• Ability to manage external vendors/suppliers.
• High-level analytical and critical thinking skills.
• Excellent interpersonal, written, and verbal communication skills.
• Proficiency with Microsoft Office